Brand Activism : Impact on consumer behavior and brand performance (notice n° 1664998)
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| fixed length control field | 02628cam a2200217 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260222002014.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Itani, Souha |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Brand Activism : Impact on consumer behavior and brand performance |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2026.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 25 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Research objectives Brand activism has emerged as a powerful yet complex strategy, sparking increasing academic and managerial interest. However, ambiguity persists regarding its definition, dimensions, and impact, which must be clarified to understand the emerging concept of brand activism. • Methodology This paper systematically reviews 124 academic studies integrating insights from marketing, consumer psychology, and management research to refine the conceptualization of brand activism. • Results The review categorizes the dimensions of brand activism and assesses its influence on consumer behavior and brand performance. It identifies four key factors shaping consumer responses : perceived authenticity, political ideology, consumer-brand alignment, and communication strategies. Additionally, brand performance outcomes depend on authenticity and stakeholder reactions, particularly from consumers and investors. The findings, synthesized into a novel conceptual framework, reveal gaps in cross-cultural consumer responses, moral behavior influences, performance metrics, and societal impact. • Managerial implications The proposed framework provides managers with practical guidance to plan and execute activism initiatives that are authentic, strategically aligned with brand values, and responsive to stakeholder expectations. It also underlines the need for brands to commit to their stated causes and measure progress toward genuine societal change, particularly in diverse cultural contexts. • Originality This paper makes a novel contribution by refining the dimensions of brand activism and linking them conceptually to consumer behavior and brand performance. By bridging brand activism with consumer psychology and marketing theories, it advances academic discourse while identifying critical gaps in the literature. It further offers managers a strategic framework to navigate activism effectively. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand activism |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand performance |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | consumer behavior |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | corporate social responsibility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | political ideologies |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 120 | 4 | 2026-01-23 | p. 379-406 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2025-4-page-379?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2025-4-page-379?lang=en&redirect-ssocas=7080</a> |
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